"Employing discredited biological over cultural definitions of who is an Indian and who is not is an assault on our self-determination. We have endured 450 years of forced assimilation which included slavery and post slavery intermarriage, making our walk one of plurality. We are therefore all multiracial. Blood mixing is also believed to be the reason certain phenotypes (physical characteristics) common within Native people also occur in African American populations."

Before 1970, the US Census Bureau classified Mexican, Cuban and Puerto Rican immigrants as whites. Each community of Latin American origin would go by their nationality and by the region where they lived in the United States. But all that changed in the seventies, as activists began lobbying the US Census Bureau to create a broad, national category that included all these communities. The result was the creation of the term “Hispanic”, first introduced in the US Census in 1970.

Then it was up to Spanish-language media to get the word out. The network that would later become Univision released this series of ads calling on “Hispanics” to fill out the 1980 Census. The ads feature “Hispanic” sports stars and… Big Bird:…

By the 1990s, Univision was creating the images and sounds associated to Hispanics in the US. The 1990 Census ads feature the likes of Tito Puente and Celia Cruz telling Hispanics to fill out el censo:…